Session 6 Flashcards
1
Q
Why does a brand decline?
A
- Managerial Actions (mistakes)
- Environmental factors
- Competitive actions
2
Q
Managerial Actions (mistakes):
A
- Product quality
- Price increases
- Price cuts
- Brand neglect
- Inability to stay with the target market
- Inability to anticipate change
3
Q
Possible strategies for declining brands:
A
- Harvesting = Cash Cow
- Sell it
- Kill a brand
- Relaunch
4
Q
Where to start the relaunch?
A
From the untapped value locked within their histories – heritage
5 possible persisting sources of brand equity:
1. Story
2. Authenticity (where and how a product is made)
3. Ritual (lime in corona)
4. Icons (most significant signals: logo, slogan, product model)
5. Community
